


























*o 






> 









■• 



r oV 

































■o V 



1 





















.♦ v \« 



,0* 












-0 






\ 



























.0* 






> ^ 
























^n< 



<, 







"^ 



> 






* V c 



> 












, V • 






* 









1 " i o 



■ 






V 

.1* 
























>°-%. 



• 






0^ .' 









\, «° 









\* . . . 






V 
























°o 






*b V*' 


















<y o ° " ° » ^ x 






.4.^ 



** 









°,. *»»•' , 









C o 












" ° . 












'<« 






0* ... \ 

- 






A°* 



+* 



























aV "* 



^ 



■:' 



0^ 






-*- 












^ 






,V "* 



.0" t - u ;"^ o, 






" ° « ■*.. 






























0° « 
















>"*• 



A 






o « « 

















V 



V 






C 0"' 



^5 °v*v 
















Digitized by the Internet Archive 
in 2011 with funding from 
The Library of Congress 



http://www.archive.org/details/factpicturestoryOOcali 



rAt 



fact and picture 

_ Story of the Prune 
and Apricot industry 
of California and its 
relation to the quality- 
foratvd Sufvsw 




Registered U. S. Patent Office 





CALIFORNI 
NATURE - FLAVORED 
PRUNES and APRICOTS 



•V 




US IN ESS— far-flung and 
colossal as it is today — is 
just coming out of its swad- 
dling clothes. Yesterday — 
men were inclined to ac 
cept at its face value that 
smug phrase, "Competition 
is the life of trade." Today 
—these self-same men have seen the light; they 
are ready to acknowledge that, only too often, 
competition is the lingering illness, if not the 
actual death, of trade. They have come to 
realize that in the new order of things compe- 
tition must give way to co-operation. They 
have come to appreciate that whatever operates 
to the detriment of one of their number must 
inevitably react to the disadvantage of all. 

Co-operation shows what con- 
certed action can do. It shows 
what organization, properly di- 
rected, can accomplish. It is an 
augury of better times and better 
things. It brings with it a sense 
of closer contact, of understand- 
ing, of greater responsibility. 

Co-operation, properly applied, 
has to do with the practice of busi- 
ness — not the theory. It insists 
upon the greatest return from 
every dollar spent. It places a 
premium on quality. It standard- 
izes values. It stabilizes prices. 
It bestows upon each factor the 
greatest return for the time and 
cost and energy expended. 

It is this underlying thought — this practi- 
cal aspect of co-operation — that prompted the 
formation of the California Prune and Apricot 
Growers, Inc. In reality, this is a great broth- 
erhood of growers — all striving to produce 
something the world needs; to produce it intel- 
ligently and to maximum capacity; and co- 
operatively to market it so that every factor 
involved in its production and distribution is 
rightly paid. In fine — the California Prune 
and Apricot Growers, Inc., aims to give to the 
producer — the grower — a fair price for his out- 
put of dried prunes and apricots; and sell to 
the trade at a price that will justify both the 
production and consumption. 




Here is a tremendous industry welded to- 
gether for a common purpose; a gigantic en- 
terprise involving the activities of thousands 
of men annually — covering a large section of 
the State of California — producing two prod- 
ucts that stand uppermost in the minds (or, 
rather, the stomachs) of American individuals 
—and reaching out in their distribution to the 
farthermost parts of the world. 

Prunes and apricots are two foods which 
should receive a wider favor from the Ameri- 
can people, for the very reason that they are 
good foods as well as economical foods. The 
fact that prunes and apricots have been used in 
the stewed form and as desserts in almost every 
home in this country means that these fruits are 
established in use. The question, then, becomes 
one of educating the public to a 
higher appreciation and a broader 
use of them; and this can be done 
only by an organization big 
enough to represent the industry. 
It follows that such a program 
of education must be methodical 
—according to plan. It must take 
into consideration the eating and 
buying habits of the nation. It 
must render a genuine service to 
the consuming public based on 
definite and appreciable values. 

"Good counsel brings good 
fruit." Along with the forma- 
tion of such an Association as the 
California Prune and Apricot 
Growers, Inc., there comes a real 
and distinct protection to the trade and con- 
sumer. Because prices are stabilized — be- 
cause consumption is increased by careful 
and systematic education — because standards of 
growing, curing and packing are rigidly ob- 
served — every link in the distributing chain 
receives a direct and strengthening benefit. 

Understand — there is no intention on the 
part of the California Prune and Apricot 
Growers, Inc., to deprive the distributing 
agents of their normal, legitimate profits. On 
the contrary — it will increase their volume of 
profits by increasing their volume of busi- 
ness in prunes and apricots — by stimulating 
and accelerating the sale of these commodities. 




iuL It iHia 



©CI.A501129 




OU are interested in a wide- 
spread, staple demand for 
any product. You realize 
that there is little, if any, 
sales-resistance to over- 
come. You appreciate that 
quick turnover is the mer- 
chandising demand of the 
day — that quick turnover means economical 
merchandising. And you must acknowledge, 
in the light and trend of merchandising his- 
tory, that this can be attained and guaranteed 
only by a brand indelibly impressed upon the 
mind of the buying public. 

Our brand name SUNSWEET and the de- 
scriptive words "Nature-flavored" attached to 
it have a tremendous suggestive force and fas- 
cination for the consumer. It is 
unquestionably an applicable 
name for products of this sort. It 
conveys instantly an impression of 
good fruits — fruits ripened and 
sweetened by the beneficent forces 
of Nature. It brings up a picture 
of the pleasant environment sur- 
rounding their production. It ap- 
peals to all classes. It is easily 
remembered. And, above all, it 
is simple. 

As an integral part of the 
broad and far-reaching service of 
the Association to the public and 
the trade, our top-quality brand 
SUNSWEET comes to you and 
virtually says: "Before these dried 
fruits can earn the right to my good name 
they must meet definite, prescribed standards 
of quality: on the tree, in process of curing, 
in packing and after packing. Rigid inspection 
assures the quality, flavor, count and size of 
SUNSWEET prunes and apricots. These 
products are worth what I ask for them. They 
have been produced up to a certain standard — 
not down to a certain price. They have been 
standardized and inspected. And — the fact 
that my name appears on them is a surety, a 
guarantee to the buyer and consumer that they 
are all they claim to be." And now let us see 
what is back of SUNSWEET — the things 
that will make good its claims. 




First — A State-wide, co-operative organiza- 
tion embracing more than 5,000 growers en- 
gaged in the prune and apricot industry of 
California; and representing 75 per cent of 
the acreage used in the production of these 
dried fruits. 

Second — Our own packing plants and ware- 
house establishments under the direction, su- 
pervision and inspection of both our own and 
State officials. These packing plants are lo- 
cated close to the orchards where SUN- 
SWEET prunes and apricots are grown. They 
represent just another cog in a well-lubricated 
system of production — a system which enables 
the California Prune and Apricot Growers, 
Inc., to control the quality of its output in the 
fields right through the succeeding stages of 
preparation and distribution to 
the ultimate consumer. 

Third — A guarantee that the 
SUNSWEET label will appear 
only on top-grade prunes and 
apricots. 

Fourth — Carefully planned ad- 
vertising designed to popularize 
this brand throughout the land. 
Let these fundamental facts 
sink in. Aside from any intrinsic 
interest that may attach to the trade 
mark itself — it means that here is 
a quality brand that already is pav- 
ing its way into consumer-accept- 
ance ; that will be nationalized and 
popularized; and that is sponsored 
and supported by an organization 
big enough and broad enough to accomplish 
the task it has set out to do. 

In the formation of the California Prune 
and Apricot Growers, Inc., we have given the 
world nothing unique or novel. The domi- 
nant principles on which it is firmly founded 
have been weighed in the scales of experience 
and found sufficient. It is an organization 
whose whole being and right to existence are 
built around the word PROTECTION - 
protection to its grower members, protection 
to the agencies employed in the distribution of 
its products, and protection to the consumer at 
large. SUNSWEET is but the effective means 
to make that protection sure and lasting. 




^\ A/ 



L^> I 





THIS MAP SHOWS YOU AT A GLANCE THE PRUNE AND APRICOT 
PRODUCING COUNTIES OF CALIFORNIA 



MILLIONS OF 
rOUNDS 



42 

41 
4Q 

39 

33 
37 
36 
33 
34 
33 
32 
31 
30 
29 
26 
27 
26 
23 
24 
23 
22 
21 
20 



1312. 



1313 



1314 



1315 




1316 



1317 



GRAPHIC CHART SHOWING PRODUCTION OF APRICOTS 1912-1917 INCLUSIVE 



% 



I3IZ 



1313 



1914 



1315 



1916 



1917 



39 

3& 

37 

36 

33 

34 

33 

32 

31 

30 

29 

23 

27 

26 

23 

24 

2J 

22 

21 

20 

79 

73 

/7 

76 

75 

/4 

/3 

/2 

71 

70 

9 

6 

7 

6 

5 

4 

J 

2 

I 



STATE'S CBOP 

220,000,000185 



96.000,000 L 35 112,000,000 L BS 166.000,000. LBS. 155,000,000. LBS. 



200,000,OOOLBS 





20W4ox&KW9oicom iaxwxwToiq'mooim wMioxiawmomizo ^jjo4ox6cwao^mep ioxwsomweowmi^o lox'toxmommmm 
X4ox>u>ioeo9oiooig)up jo40Sj60Toeo?oKJowup jo-toXboroeoioiooeoup mw xwioeoiomwup do^KnoiOjoaowiajaiup 304ox>i07ocoiowe6up 



<SEAS07/AL 
RAINFALL 10.66 
AT 3/INUaSE 



6<36 



13.45 



£7.7/ 



/6-.6I 



72.63 



GRAPHIC CHART SHOWING PERCENTAGES OF VARIOUS SIZES OF PRUNES 
AND TOTAL CROP PRODUCTION 1912-1917 INCLUSIVE 





THE upper photograph 
gives you a glimpse of 
blossom time in California's 
pruncland — one of the most 
beautiful spots in the world, a 
valley whose entire floor is 
covered with orchards. Every 
March a blossom festival is held 
in this section of the State, 
drawing visitors from miles 
around to glimpse this won- 
drous scene. 

Acres and acres of prune orch- 
ards — that's what you see in the 
lower picture. Who can help 
but admire the broad sweep of 
country, the fertility and abund- 
ance of it all? 



-faSa$£ 














ifi'Mi 





'■-Map 



HERE it is much the same 
story — only this time it's 
apricots. Tons and tons of 
'cots laid out to receive their 
share of California's sun and 
warmth — that's what you see 
in the upper picture. 

Remember— S UN SWEET 
apricots are fully matured and 
tree-ripened before they are 
picked for drying. When 
properly prepared, they closely 
resemble the fresh fruit in taste 
and appearance — retaining the 
delicate and distinctive flavor 
charactertistic of this wonderful 
fruit. 

Now take a good look at the 
lower picture — the largest 
drying ground in the world. 
This photograph ivas taken at 
the opening of the 1917 prune 
season — so you can imagine the 
picture this vast drying-ground 
presents at the height of the 
season. 










-S: 



\a** 



I,- 






IN THE upper picture you see load 
after load of SUN SWEET 
prunes and 'cots waiting their turn 
outside the packing house. The fruit 
is hauled direct from the neighboring 
orchards in wagons or motor trucks. 

And then, in the middle picture, you 
see another outside view of another 
packing house. This warehouse and 
packing plant is typical of SUN- 
SWEET methods — modern, fire- 
proof, and with adequate provision for 
the health and comfort of the em- 
ployees. 

The loiver photograph starts us off 
on the packing house trail. This 
picture shows SUN SWEET fruit — 
fresh from the drying-ground — being 
initiated into the processes of the pack- 
ing plant. The 'cots you see here are 
getting the shaking-up of their young 
lives. The function of this device is 
to shake off the twigs and any other 
particles that may cling to the fruit. 
From this they are conveyed to the 
grader where they are graded auto- 
matically for size. 

Here you see the Inspector — a dis- 
interested official of the Association 
critically examining the fruit as it 
comes into the packing house. He is 
an autocrat whose word is final, whose 
decision knoivs no appeal. You 11 
find one in every Association plant — 
courteous, perhaps, but with an eagle 
eye that knows quality at a glance 
and whose authority is never ques- 
tioned. "It must be good — or else 
it wont pass muster." That's the 
spirit back of SUN SWEET methods. 



ITsS 




:-;*^»;Ri:au^£:^^*«*- 




THE upper photograph: here 
you see the automatic grader 
in actual operation. The fruit, 
which has just come from the re- 
ceiving room, is run onto this grader 
at the front end and gradually works 
its way back. The grading screen is 
made of copper ivith perforations of 
definite size. The small fruit falls 
through the holes of small dimension 
at the upper end of the grader while 
the larger fruit is agitated forward 
until it drops through the larger 
holes. The automatic grader elimi- 
nates guesswork and makes for preci- 
sion in grading. In this way tons of 
fruit are accurately graded for size. 

The middle photograph: after the 
fruit has been graded it is conveyed 
to these bins and trucked off to the 
packing-room. 

The lower photograph: white-clad 
workers facing SUN SWEET 
prunes. Note the uniform dress for 
women employees. The white caps 
and aprons are always neat and 
clean — and, naturally, the women 
are more careful and thorough in 
their work. 





WHAT'S this ponderous mech- 
anism in the upper picture? 
It's the "steamer" in which SUN- 
SWEET prunes are steamed, steri- 
lized and softened before packing. 
Each little bucket you see in the 
picture trundles out its load of 
steaming prunes and — like a faith- 
ful workman — goes back over the 
"circuit" to do it again and again. 

Do you see that man at the left in 
the lower picture? He's the 
fastest weigher of dried fruits in 
the world. He has a record of 
720 boxes per hour. 

While the stalwart fellow at the 
right is "doing his bit" by checking 
up the weight and pressing the 
fruit down in the box before 
nailing. 




From the Blossom to the Box 



NO T all dried prunes and apricots 
are California prunes and apri- 
cots. Nor do all California 
prunes and apricots bear the 
SUNSWEET label. This brand 
name is reserved only for the top pack: the 
highest-quality dried fruit it is possible to pro- 
duce in the State of California — famous for its 
fruits the world over. 

Before prunes and apricots earn the right to 
be branded SUNSWEET they must meet 
definite, prescribed standards of quality: on 
the tree, in process of curing, in packing and 
after packing. They must conform to stand- 
ards set by our own and State officials. 

We select our fruit from bearing orchards 
that are carefully pruned and sprayed. Result? 
The fruit is absolutely the best that is grown. 

California's wonderful sunshine gives to 
'SUNSWEET prunes their rich fruit sugar, 
ripening them to a royal purple hue and flavor- 
ing them to almost honey sweetness. The rip- 
ened prunes are then exposed to the sun until 
the water content is evaporated, leaving in con- 
centrated form all the food 
value and delicacy of flavor. 

The trees blossom some 
time in March. And this, by 
the way, is one of Califor- 
nia's rarest and most beauti- 
ful offerings to the eye — 
when its thousands and 
thousands of prune and apri- 
cot orchards, in valleys and 
foothills, are laden with pink 
and white blossoms. 

Fruit sets immediately 
following the falling of the 
petals. Ordinarily a grower 
can gain a fair idea by the 
latter part of April, of the 
kind of crop he is going to 
have. The prune ripens dur- 
ing the latter part of August 
and, at this time, has a dark 
purple color covered with a 
light purple bloom. When 
fully ripened, the prune 
reaches its highest sugar 
content and falls to the 
ground, leaving the stem on 
the limb. As soon as the fruit 




falls, evaporation of the moisture begins to take 
place through the skin at the spot where the 
stem was. 

SUNSWEET prunes are never picked or 
knocked from the trees. Nature alone deter- 
mines when they have reached full maturity 
and drops them one by one to the soft soil for 
gathering. Once every seven to ten days the 
orchard is gone over by pickers who pick the 
fruit from the ground. Usually it takes four 
to five pickings to harvest the crop. 

The ripened fruit is hauled in boxes to the 
"dipper shed" and there placed on a power- 
driven outfit where it is automatically dipped 
in a boiling hot, slightly caustic solution. Later 
it is rinsed and graded into two or three sizes 
and spread on trays for the sun-curing process 
in the yard. 

There's a reason — and a good one — for the 
procedure described in the preceding para- 
graph. Here it is: this dipping process serves 
to crinkle or slightly cut the skin, thereby de- 
stroying all germ life, preventing fermentation 
on the drying trays and hastening the actual 
process of drying or curing. 
Once the fruit is in the 
dry-yard, the question of 
drying and curing resolves 
itself into a question of indi- 
vidual judgment. Fruit is 
allowed to lie on the trays 
out in the sun until about 
three-quarters dried and 
then stacked in piles one 
above the other, making due 
provision for air vents on 
either end. About twenty 
trays can be stacked in one 
pile and the finishing pro- 
cess takes place in the stack. 
Under normal weather 
conditions it requires from 
ten days to two weeks to cure 
prunes. While the fruit is 
on the trays in the dry-yard 
it is given at least one "turn- 
ing" by hand — the trays be- 
ing shaken up so that the 
fruit secures an equal dry- 
ing on all sides. Also — this 
materially lessens the time 
required for drying. 




^MmMmmMm^^. 







-z : -:/t 



f« 






lIMig 



'Here's an- 
other import- 
ant point: fruit 
that ferments on the 
trays produces what 
are commonly known as "bloaters" or "frog" 
prunes. No such fruit is permitted to go out 
under the SUNSWEET top-quality brand. 

It may be of interest to note, in passing, that 
we plan a guarantee of sugar content to accom- 
pany our SUNSWEET brand at some time in 
the future. Of course, this would depend upon 
whether we can perfect an accurate and con- 
venient method of determining the exact sugar 
content of these prunes. And — when this will 
have been accomplished — it will be a distinct 
achievement in the production and standardi- 
zation of dried fruit. It will be another feather 
in the cap of SUNSWEET. 

Now — to get back to our story: after proper 
curing the fruit is taken from the dry-yard to 
the dried-fruit house of the orchard and there 
placed in bins for the "sweating" or evening 
process. Here it is allowed to pass through 
the "sweat," which saves it from subsequent 
damage after storage and, at the same time, 
equalizes the moisture in the individual prunes, 
giving the entire mass an even and uniform ap- 
pearance. After the "sweat" the fruit is put 
up in sacks and hauled to the nearest packing 
house. 

But, before we follow SUNSWEET prunes 
through the packing plant, let us go back 
to apricots — to the orchard where they are 
grown. 

Only fully matured, tree-ripened apricots are 
permitted to go out under the SUNSWEET 



quality brand. The fruit is picked 

from the trees when fully ripe but 

not overripe. The importance of this is best 

appreciated, perhaps, by the individual 

grower. He realizes that overripe fruit has a 

tendency to shrink more and does not show up 

so well after being dried. 

After the 'cots have been gathered they are 
pitted and halved. This is done entirely by 
hand because no machine has yet been invented 
that will invariably cut the fruit along the line 
of the "seam" or suture — which is necessary in 
order that the fruit may look well after drying. 

The next step is to get the apricots on drying- 
trays — pit side up. They are then lightly sul- 
phured to preserve the fruit and retain its natu- 
ral color. And the last step — so far as the 
grower himself is concerned — is to place the 
apricots on trays out in the sun to be "cured." 
During this process all dark pieces or "slabs" 
are picked out. The test of completion is to 
have the fruit pliable but not soft enough to 
be "sticky." 

Once they reach the packing house both 
prunes and apricots undergo a rigid examina- 
tion in every process. Nothing is overlooked 
— nothing is taken for granted. Every sack — 
every pound — of fruit must come up to a fixed 
standard from which there is no deviation. 

After they 
have been in- 





Here 
is a fac- 
simile of 
t h e In- 
spection 
Certificate 
which accom- 
panies each 
shipment of 
SUN SWEET 
Prunes and 
Apricots. This 
Certificate guar- 
antees quality, 
flavor, count, size 

then graded for size and prepared for packing. 
Eventually they find their way through chutes 
to the shipping room where they are weighed, 
boxed automatically and properly labeled for 
size. After that — they are trundled out to the 
cars for shipment. 

In boxing prunes for the market it is essen- 
tial that they be "steamed" for several minutes 
or until the heat reaches the pit. This steam- 
ing process not only cleanses and sterilizes the 
prunes but makes them easier to handle in 
packing. After cooling off, the prune has" a 
glossy, jet black color, often with a dark purple 
sheen. The SUNSWEET prune, when it 
leaves the packing house, presents a very tempt- 
ing appearance. It is black, smooth-skinned 
and pliable — but not soft. 

The dried apricot, too, requires a sterilizing 
and rinsing process before being packed. The 
fruit is thoroughly washed in an agitated cold 
water bath and lightly sulphured. The sul- 
phur offsets the darkening effect that might 
result from this cold plunge; and, what is 
more, prevents any possibility of mouldy or 
wormy fruit. 

So that— when the SUNSWEET apricot is 
ready to leave the packing house — it is yel- 



low amber in color, has a smooth clear skin, 
and is pliable — but not soft enough to be 
sticky." 

A. visit to one of these packing plants, in 
season, impresses you with the fact that every- 
thing here moves along with precision and 
without delay. Each plant is an admirable 
example of organized efficiency. There is no 
lost motion — no indirection. 

Our system of packing house supervision 
is complete. Our various packing houses 
I are located near the orchards. Our State- 
\ wide organization enables us to keep in 
\ touch with every grower, every packing 
\ plant, every factor engaged in the produc- 
tion of SUNSWEET dried fruits. The 
men who supervise their packing and 
production are men of long experience 
in the selection, buying and packing 
of fruit. 

SUNSWEET prunes and apricots 
are graded and packed on a high- 
standard schedule that remains fixed 
season after season, day in and day 
out. No detail in growing or pack- 
ing that would operate to the possi- 
ble betterment of the fruit has been 
overlooked — you can be sure of that! 
To turn out a pack as nearly 100 per cent 
perfect as possible — this is the fundamental 
idea upon which SUNSWEET is grounded. 
And — the importance of this is being con- 
stantly drilled into the mind of every one in 
the employ of the Association — from the time 
the fruit leaves the orchard until it is loaded 
into the car and shipped. And it is this pains- 
taking attention to detail — this constant watch- 
fulness and guidance — that makes possible the 
uniformlv high quality characteristic of SUN- 
SWEET". 

This much is certain: no better fruits are 
grown and no better dried fruits are packed — 
SUNSWEET prunes and apricots are fit for 
anv table in the land. 




Two Toods that Serve and Save 



/ 



UST now, when food-conservation 
is receiving such serious consider- 
ation, the value of dried products 
is becoming more and more ap- 
parent. As fresh fruits will not 
keep indefinitely, and canned goods are bulky, 
the drying of fruits has the 
double advantage of protection 
against decay, renders the fruit 
compact, convenient, and, at the 
same time, palatable. 

The food value of a pound of 
dried fruit is, of course, much 
greater than the same quantity 
of fresh fruit. And under pres- 
ent conditions, where economy 
is such a factor to the house- 
wife, the high food value of 
prunes and apricots places them 
among the reasonable (and al- 
ways seasonable) articles of 
diet. Not only do they inject 
variety into the daily fare, but, 
as a source of energy, they com- I 
pare with cereals and starchy # • 
vegetables. Their food value, \ 
delicious taste and beneficial 
effects upon the system have 
long been recognized. 

Perhaps no other dried fruit 
is quite so generally used as the 
prune; nor is there any of more 
value in the diet. But how sel- 
dom you find it properly cooked 
or prepared in the various tooth- 
some ways to which this fruit 
lends itself. And for that reason 
prunes only too often are not as 
highly esteemed as they should 
be. 

In preparing, the fruit should 
first be soaked, in cold water 
to cover, at least two hours. 
Long, slow cooking in the water in which they 
were soaked is necessary to make them soft and 
juicy, no sugar being added during the process. 
When cooked, they should be sweetened mod- 
erately and will be much improved by standing 
at least twenty-four hours before serving. In 
this way, they will be plump and well-seasoned 
to the center. Also, by the slow process of 
cooking, very little sugar will be necessary. A 




lELLEDEGRAF, 

ugh whose courtesy 

accompanying arti- 

reproduced, enjoys a 



ity on domestic science and 
modern cookery. She is a 
graduate of t h e Domes tic 
Science Department of the 
Columbia University, New 
York, and has held demonstra- 
tions throughout the country. 
Only recently she appeared 
before the leading women's 
clubs of America in a similar 
capacity. Latterly she has 
rendered conspicuous service 
to the Government through 
her classes on food-conserva- 
tion and war-time cooking. 



few slices of lemon (or lemon juice) or, per- 
haps, a stick of cinnamon, offer a pleasing 
variety to the stewed prune. 

The prune juice itself provides one of the 
most healthful, natural syrups. It is often 
recommended for invalids and offers one of the 
most harmless and efficient laxa- 
tives that can be given to young 
children. 

When you stop and consider 
it, there is an almost endless 
variety of dishes — palatable, at- 
tractive, wholesome, high in 
food value — that can be pre- 
pared from prunes quickly and 
readily. For example, there are 
prune dumplings; and then - 
filling for sandwiches, filling 
for pastry, ice cream, bread. 
Also they can be cooked with 
cereals or used for puddings and 
fruit salads. And even the lowly 
bread and rice pudding, too, are 
glorified when three or four 
baked prunes, with plenty of 
juice, are added to the other- 
wise unexciting dessert. 

The flavor of the apricot 
seems to be perfectly retained in 
the dried product, making this 
fruit a very desirable one for use 
in sauces and desserts. With 
pineapple, the dried apricot 
makes a most excellent marma- 
lade. The sauce added to an 
omelet just before serving will 
be found most appetizing. And 
then, there is frozen pudding- 
made of juice and pulp ; steamed 
pudding; apricot and wine jelly 
for the convalescent; and dried 
apricots can be prepared in so 
many other practical ways by 
the skilful housewife. With both prunes and 
apricots so little sugar is necessary (the fruits 
having natural sugars of their own) that they 
are doubly valuable now. Whether used by 
themselves as substitutes for fresh or preserved 
fruits, or mixed into bread, puddings, pastry, 
and various other dishes, prunes and apricots 
offer a wholesome, nutritious and economical 
way of securing variety in the daily fare. 



y4 New Dish for the Nation 
— this Suns wee t Creation 



All of us are familiar with such 
favorites as stewed prunes, prune 
whip, stewed apricots, apricot pie, 
apricot cobbler and apricot souffle. 
But why stop there? Think of 
the infinite variety of dishes — 
tempting, delicious, nourishing — 
that can be made from these two 
dried fruits. 

Take, for example, this ^^ \ 
delectable Prune Pastri- ] 
Pie — a splendid tribute 
to the baker's art, attrac- 
tive enough and whole- 
some enough to grace 
any table in the land. 
What could be more tasty, 




"Oh Boy: 



more nutritious, or more ap- 
pealing, than this layer of 
SUNSWEET Prunes nestling 
between crisp, flaky crusts ? 
Altogether a tempting and 
toothsome dessert designed to 
tickle the palate of the Made- 
in-America Boy — and his father 
and mother and sister, too. 

This is merely an illustration 
of what SU|NSWEET 
can do — and will do — to 
educate the American 
public to a higher appre- 
ciation and a wider use of 
California's nature-flav- 
ored prunes and apricots. 



Prune Pastri-Pie 



Here's the way Maxime — premier 
pastry chef of the Hotel St. Francis, 
San Francisco — goes about making the 
ordinary-sized Prune Pastri-Pie: 

Take one pound of SUNSWEET 
prunes and stew them thoroughly in a 
small quantity of water until they are 
soft. Then — let cool. After that, re- 
move the stones and mash the prunes 
together. Do not strain, but keep the 
juice. And then — spread the mash over 
ordinary pie dough in the baking pan. 



Place strips of dough over the top of 
the prunes and put in oven to bake. 
Add no sugar. If necessary, a little 
sugar may be placed on top of the pie. 

A relatively simple procedure, as 
baking goes. The result is a luscious 
Prune Pastri-Pie a la SUNSWEET- 
um-m--m! Wholesome and nutritious 
— sweet but not cloying. Rich? Yes! 
But naturally so! Just such a pie as 
mother can make — if she has SUN- 
SWEET Prunes to make it with. 



• •:. 



*»C3!3ES^- 



m 



OJkt 



Rather inviting, this 
Apricot Pie! Open, 
frank, and proud of its 
SUNSWEET Unease! 
For — dried apricots 
{and, more especially, 
SUNSWEET Apri- 
cots) are the greatest 
of all pie fruits. When 
properly prepared, they 
closely resemble the 
fresh fruit in taste and 
appearance. 












■ 



Nor is the use of Apricots confined to the making 
of pies — as witness this alluring Apricot Souffle. 





There is a tall hedge 
of difference between 
stewed prunes, as most 
people know them — 
and stewed prunes, as 
they should be. One 
of the things SUN- 
SWEET will "get 
home" is how to stew 
prunes properly — and 
that boiled prunes are 
NOT necessarily 
spoiled prunes. 




The food \&hie of Prunes ^Aprieote 



^ 



HERE are excel- 
lent reasons why 
more dried fruits 
generally should, 
in some form or 
other, be eaten in 
much larger quantities than at 
present. We must remember that 
there are two chief objects of 
foods: (1) to build and repair 
tissue; (2) to yield energy. 

Can dried fruit build and repair 
tissue? Can dried fruit yield 
energy ? The answer to both these 
questions is, "Yes." The dried fruits, however, cannot 
build to any appreciable extent, either muscular tissue 01 
bony tissue, but the fruit can build fatty tissue. 

The table below shows us, conclusively, that the chief 
nutritive element in the dried fruits generally is sugar, one 
of the most valuable of the carbohydrates, and certainly 
most easily digested and assimilated of all. When we con- 
sider that the consensus of opinion among physiologists and 
nutrition investigators is that the carbohydrates of our food, 
and not the nitrogenous compounds, are the source of mus- 
cular energy for the body, we can better appreciate the high 
nutritive value and the desirability of dried fruits. 

The value of fruits and 
vegetables also in the diet is 
further emphasized when 
the mineral ingredients of 
foods are considered. These, 
for convenience and brevity, 
may be divided into base- 
forming and acid- 
forming elements. 
Those contributing 
to the former are 
potash, soda, lime, 
magnesia, etc. — to 
the latter, sulphur, 
phosphorus, chlorin, 
etc. In meat and 
eggs we have an ex- 
cess of the acid- 
forming elements. 
The grain by-prod- 
ucts indicate some- 
times a balance or a 
slight predominance 
of acid-forming ele- 
ments, and the more 
refined the product 
the greater is the ex- 
cess. In milk the 
balance is in favor of 
the bases. Vegetables 
and fruit contain a 
large excess of base- 
forming elements. 
These statements in- 
dicate very strongly 



WE are indebted to M. E. Jaffa, Professor of 
Nutrition of the University of California, for 
the article which appears on this page. Pro- 
fessor Jaffa enjoys a country-wide reputation as 
an authority on food values. His investigations 
in the field of nutrition have attracted national 
and international attention and his bulletins 
and reports are regarded as an authoritative 
exposition of the subject. In the accompanying 
article he has tried to give you, in semi-scientific 
terms, interesting and informative facts concern- 
ing the nutritive value of prunes and apricots. 
You will find it instructive reading. 



wat^ 









m 



Water 

Protein or nitrogen- 
ous compounds 

Fat 

Sugar, starch & 

Crude Fiber 

Mineral matter or ash 



Fuel value per lb., 
calories 



28.47 


29.14 


22.7 


1 
38.2 


4.55 


2.54 


4.3 


2.9 


.61 


.59 


.7 


.3 


62.57 
.66 


63.37 
1.65 


62.5 

8.5 


55.0 

2.2 


3.14 


2.71 


1.3 


1.4 


100.00 


100.00 


100.0 


100.0 


1,336 


1,292 


1,395 


1,125 



the desirability of having in the 
diet a generous proportion of 
fruits. A diet consisting only of 
cereals, meat and eggs, in which, 
therefore, the acid-forming ele- 
ments would greatly predominate, 
would serve to bring about dis- 
turbances of metabolism. 

It might be well here to con- 
sider also the mineral matter to be 
found in dried fruits. 

Prunes, especially, are high 
in iron. Indeed, the seeded raisin 
is the only fruit which exceeds the 
prune in iron content. Certainly, this is a valuable 
point to remember in considering the nutritive value of 
prunes. Another important effect of eating fruit is the in- 
troduction of an acid substance into the digestive tract 
which later yields an alkaline or basic substance in the 
blood and tissues. 

Now — in order to determine relative food values we 
must have some basis of computation. One method of com- 
paring the total value of one food with another is by 
means of the calorie or unit of energy. An inspection of 
the figures giving the caloric values of foods listed in the 
accompanying table shows how favorably dried fruits com- 
pare with flour and white bread. The comparison, how- 
ever, of the chemical composition alone, does not give one, 
always, the true physiological or real value of a food. 
While it is true that flour possesses the higher total food 
value, when compared with the ordinary dried fruits, still 
a combination of the two is far better than either alone. 
In using dried fruits we obtain not only the nutritive 

value of the sugar, 
but whatever other 
hygienic or medici- 
nal value they have 
by virtue of the salts 
and organic acids 
found in fruits and 
also in vegetables. 

The craving for 
sweets, exhibited in 
most children and 
many adults, is a 
natural demand on 
the part of the sys- 
tem for a, needed 
food. This truth is 
brought home to us 
more clearly when 
we remember that 
Nature's food for 
the infant, mother's 
milk, contains, of 
its solids, 50 per 
cent sugar. Nature 
continues to provide 
sugar for the older 
children in the form 
of sweet fruits. 



Here is the table referred to in the 
accompanying article by Professor 
Jaffa. It shows, in concise form, the 
nutritive -value of prunes and apricots, 
as compared with other staple articles 
of diet. And it offers the best argu- 
ment that could he advanced for a 
wider consumption of these fruits. 



QQ 



29.4 



2.4 



100.0 



1,290 



28.1 



2.0 



100.0 



1,350 



12.5 



££ea 



32.9 



56.5 



.5 



100.0 



1,650 



100.0 



1,270 



A Tribute lay the Chef 



Ml 



T is time that prunes and 
apricots came into their 
own. Heretofore these 
dried fruits have been con- 
tent to stay in the back- 
* ground of modern cook- 
ery ; and I am glad that a concerted 

effort is being made to bring them 

out from hiding, so to speak, and 

popularize their daily use. I look 

forward to the time when the true 

food and gastronomic value of 

dried prunes and apricots will be 

properly appreciated — when chefs 

and cooks and housewives generally will see that they 

occupy a much more important place on their menus than 

they do now. For — it would be hard to find two foods that 

adapt themselves so readily to so many uses. Now, I am 

going to show you just a few ways of using them: 

Let us say you wish to use prunes raw. Alright ! All you 

need do is to let them soak thoroughly in cold water for at 

least three hours. (Apricots require only a half hour for this 

purpose.) You can use them for soups, for garnishing salads, 

for pies and puddings — just the same as fresh fruit. And 

then you can use them as sauces for puddings, as stuffing 

for poultry or game and — yes ! — use them even as vegetable. 
Not alone this — you can use them to flavor drinks or for 

the purpose of garnishing a bowl or caraffe. 

As desserts, prunes and apricots are always in order. 

And, while I think of it, what is more tempting than prune 

jam or apricot marmalade? 

And now think of the many, many things you can do with 

prunes by cooking and baking. To the ingenious chef or 

housewife nothing is 

impossible. For in- 
stance — there are 

any number of ways 

to combine prunes 

and apricots with 

flours and cereals. 

You can have prunes 

with macaroni, spag- 
hetti, vermicelli, and 

so on. 
And then, of course, 

there are numberless 

ways in which to use 

prunes and apricots 

in making breads, 

rolls, fruit cakes, etc. 
There is this much 

to be said, however, 

in preparing prunes 

forboilingorbaking : 

use plenty of water 

so the fruit will be 

"loose." Give them 

lots of room — don't 

pile them up and 

smother them. Give 

them an opportunity 



HERE is a chef who believes in giving prunes 
and apricots their just desserts. Victor Hirtz- 
ler, the chef responsible for the accompany- 
ing article, is an artist in the same sense that 
Caruso or Paderewski is an artist. His life has 
been devoted to the culinary arts and his creative 
genius is responsible for many toothsome, 
wholesome dishes now fa?nous here and abroad. 
For fourteen years Victor has been practicing his 
art at the Hotel St. Francis, Sa?i Francisco. 
Prior to that he was in Neiu } ork and Paris. 
You will enjoy reading this glowing tribute to 
prunes and apricots by this famous chef. 



to swell out their chests, so to 
speak, and give you the best that is 
in them. 

Let us take baked prunes, for ex- 
ample. Properly prepared these 
may well rank with the foremost 
table luxury. The thing is sim- 
plicity itself : first — lay your 
prunes side by side in a baking dish, 
taking care that there is ample 
room for each prune to expand in 
the process of baking. Cover the 
prunes with water and set into a 
hot oven. Be careful, however, 
that the oven is not too hot ; the best flavor of every baked 
dish is brought out by slow cooking. 

At the end of an hour pour off three-quarters of the 
juice. And Hooverize every bit of this juice. To the juice 
remaining in the pan, add sugar to taste, a bit of lemon 
rind and a stick of cinnamon. Then cover the pan closely 
and return it to the oven to finish baking. The prunes 
should remain in the oven until the juice has been reduced 
to a thick syrup. They are then ready to be served in any 
number of ways. 

Served cold with whipped cream (and, perhaps, sprinkled 
with ground nuts) they are really delicious. They make 



,^8^ 



In order to demonstrate tlic wide 
utility of dried prunes and apricots 
Victor Ilirtzler, maitre de cuisine of 
the Hotel St. Francis, San Francisco, 
prepared a dinner in which these fruits 
tiffined importunity in nearly every 
course. They not only dominated hut 
usurped the menu — which teas: 



Prunes en Supreme 

Chicken Soup 

Salted Almonds 

Filet of Sole with Sunsweet Prunes 

Stuffed Squnh Chicken with Sunsweet Apricots 

Peas etudes Potato Chateau 

Prune and Apricot Salad 

Pudding Glace Prune et Apricot 

Assorted Cak^s 

Demi Tasse 

Prune and Apricot Punch Prune Bread Apricot Rolls 

{Recipes will be furnished on request) 




a luscious addition to a fruit 
salad. And anyone who has 
not tasted a fowl dressing 
of prunes and some ground 
nuts has a treat in store. 

In this brief resume I have 
only tried to touch upon 
the infinite variety 
of wholesome, appe- 
tizing and zestful 
dishes than can be 
made from prunes 
and apricots. It is 
enough, however, to 
show what can be 
done with them — 
providing the chef 
or housewife has the 
inclination and the 
proper guidance. It 
is hardly fair to these 
dried fruits to use 
them as desserts and 
stop there. They de- 
serve better treat- 
ment than that. 
They are good foods, 
to begin with ; nat- 
ural foods, high in 
nutritive value, easy 
to digest. They are 
easy to handle in the 
kitchen and adapt 
themselves to a wide 
range of uses. 



The Sales^S$ttificettice of Simsweet 




NCE in a decade, perhaps, you find 
a trade name or mark that trips off 
the tongue lightly, that nestles in 
your memory and that is easy to re- 
member and repeat; a name so 
simple, so suggestive, so significant that you 
can't help but warm up to it at once. 
Such a name is SUNSWEET. 
It is a name that will linger in the minds of 
American housewives as a sign of the highest 
quality prunes and apricots obtainable. 

The day will come — and sooner than you 
think— when SUNSWEET will be a buyword 
throughout the land. The American housewife 
no longer will say: "Send me some prunes and 
apricots." Instead, it will be the most natural 
thing for her to say : "Send me SUNSWEET." 
Because— she will know what SUNSWEET 
is and what it stands for. She will know that 



this brand is a symbol of top-quality dried fruit 
—the finest prunes and apricots it is possible to 
produce in California. And she will realize 
that here is a definite standard of quality upon 
which she can rely day in and day out. 

What a change from the "good old days" (so- 
called) when prunes were prunes and apricots 
were apricots; when practically all buying was 
a hazard — impossible for the child and risky 
even for the parents; when "Caveat emptor" 
("Let the buyer beware") reflected the trend of 
the times. 

Today — what a contrast! — the housewife 
sends her little child to make purchases at the 
corner grocery. She sends her with perfect 
confidence that, even though a child, it will be 
easy for her to get exactly what she wants. All 
that the little messenger needs is explicit in- 
structions to get this or that product by name. 




SUNSWEET Prunes 
are packed in all de- 
sirable sizes, but only 
one grade — the very best. 
It is easy to see that the 
trees in one orchard ivill 
produce a multiplicity of 
sizes. Therefore, we plan 
to educate the consumer- 
public to a better under- 
standing of our grad- 
ings; and to show that 
our brand name SUN- 
SWEET is a designation 
of quality — not size. 



The Safes^Sgraficance of Staisweet 



HREE dominant questions: Will 
it please and satisfy the public? 
Will it make a profit for you? 
Will it please and satisfy the 
trade? To each of which SUN- 
SWEET answers, most emphatically, "Yes!" 
Wide as is the demand for prunes and apri- 
cots, we have hardly begun to tap the surface. 
The fact that they are not new foods is just so 
much in their favor. It is not so much a question 
of establishing a demand for prunes and apri- 
cots. We have that — to start with. It is more 
a question of increasing this demand — by stand- 
ardizing and elevating these products in the 
mind of the buying-public. 

And — there can be no doubt in your mind 
as to the ability of the California Prune and 
Apricot Growers, Inc., to accomplish this. 

This program of consumer-education will be 
built around the quality-brand SUNSWEET. 



The consumer will be taught new and varied 
uses of prunes and apricots by broad and exten- 
sive publicity. We will tell the housewives of 
this nation — as we are telling you now — the 
story and glory of SUNSWEET. Result? 
They will not only buy more prunes and apri- 
cots — but they will buy them oftener. 

It goes without saying that this influence will 
be reflected in the sales that go over the counter. 
Increased demand will bring an increased vol- 
ume of sales and with it will come an increased 
volume of profits. 

Bear all this in mind when you stop and con- 
sider the scope, the sales-significance of SUN- 
SWEET. It is not merely that we have given 
the nation another household name. It is a 
name that will be indelibly impressed on the 
mind of the consumer-public; a name that the 
American housewife (multiplied 20,000,000 
times) will go by in buying prunes and apricots. 



SUNSWEET Apricots 
are packed in five sizes 
{Choice, Extra Choice, 
Fancy, Extra Fancy and 
Jumbo) but only one qual- 
ity — the very best. Each 
box of SUNSWEET 
Apricots (as well as 
SUNSWEET Prunes) 
carries a guarantee of 
quality of fruit and 
weight; an Inspection 
Certificate accompanies 
each shipment, guarantee- 
ing condition on arrival. 





PD -6.5. 



< ,V/l»w£fc 



<&■ 



> 



\ ^ 

\ V N v ! 
|\ **>*\ 

'4 / 111 

\\7 4- 





20,000,000 Monies Will Come to Know This Name 



H'. 



™ * SUNSWFFT ..p 



The day will cnmt-wd »«ri man jnu 
ihmV— when SUNSWF.FT w.ll he 1 hut 
word ihroughflut (he land- The Amr'itan 
houmnile will no lonfrr uy: "Scnrl me 1 

w,l! rr rh* moil natural ihinj -r. (he world l.x 
her way '■Sen.lmeSUNSWEFT" 
Because— ihc American houwrw.te will he 



[W 5J ndA P -i- — "^ 



consume! .i-joipaFEO 
-.« and aprievn. Sh 
it SUNSWEKTuir, 



LIFORNIA PRLI 



KhT Rrr 
PRICOT GROWERS, l« 



"S 



0/ 










•"'v 



\9lin9lrV(B«r flavored 

primes and Apricots 








_/. 






sfeii 










pr 



] 






Califc 



)rnia Prune & Apricot CjroffiSifl 

SAN JOSE, CALIFORNIA 






G. '"v\ '<*&>,' / 



frgp 



l7 ^^ 



f m ^^^ H E S E advertisements have per- 
m ^^ formed, quietly but effectively, be- 
^_ .J fore an audience of more than 
^"^ 200,000. They have blanketed 
the country from tip to tip and from end 
to end — and all to what purpose ? 

To show what SUNSWEET is and 
what it stands for ; to reveal the bigness of 
the organization back of it; to make clear 
to wholesalers and retailers the tremendous 
sales-significance of this trade mark. 

These advertisements — forming a care- 
fully planned trade paper campaign — have 



appeared in publications in the United 
States and Canada with an aggregate cir- 
culation of more than 200,000. 

It is impossible to measure the influence 
wielded by this campaign in registering a 
favorable impression of SUNSWEET in 
the minds of the trade. Grocers, bakers, 
confectioners and merchants all ; canners 
and packers; brokers and jobbers; whole- 
salers and retailers — all have been told the 
story of SUNSWEET. 

Here's the list of trade papers we have 
used and are using: 



American Grocer 
Bakers and Confectioners 

Review 
Bakers Helper 
Bakers Review 
Bakers Weekly 
California Fruit News 
Canadian Grocer 
Commercial Bulletin 
Grocers Advocate 
Grocers Magazine 
Grocers Review 
Illinois Retail Merchants 

Journal 
Inland Storekeeper 
Interstate Grocer 
Louisiana Grocer 



*TT^ 



Merchants Index 
Merchants Journal 
Merchants Trade Journal 
Michigan Tradesman 
Modern Grocer 
Modern Merchant and 

Grocery World 
National Baker 
National Grocer 
New England Grocer 
New West Trade 
Northwestern Merchant 
Office and Store 
Omaha Tradesman 
Oregon Merchant 
Pacific Coast Gazette 
Pennsylvania Merchant 



Retailers Journal 
Retail Grocers Advocate 

(Neil- York) 
Retail Grocers Advocate 

(San Francisco) 
Retail Merchant 
Southern Merchant 
The Merchants Journal and 

Commerce 
Trade 

Twin City Bulletin 
Up-to-Date 

Western Canner and Packer 
Wholesale Grocer 
Winnipeg and Western 

Grocer 











Main Offices of the California Prune and Apricot Growers., Inc., San Jose, California 
this splendid structure was built for and is owned by the association 



Officers of the 



California Prune and Apricot Growers, inc. 



T. S. MONTGOMERY 

President 



W. A. YERXA 

Vice President 



H. G. COYKENDALL 

General Manager 



JOSEPH H. BONE 

Sec'y and Treas. 



S. R. SQUIBB 

Ass't Sec'y 



T. S. Montgomery 

H. G. COYKENDALL 



EXECUTIVE COMMITTEE 
Wm. G. Alexander 



H. C. Dunlap 
A. Kammerer 



DIRECTORS 



W. A. Yerxa . 
H. C. Dunlap . 
Frank A. Brush 
G. C. Alexander 



Princeton 
. Yountville 
. Santa Rosa 
. Healdsburg 



T. S. Montgomery 

H. G. COYKENDALL 

J. O. Hayes . . 
W. G. Alexander 
A. Kammerer . 



. San Jose 
Cupertino 
. San Jose 
. San Jose 
. San Jose 



Nathan Lester . . . Santa Clara 

D. Felsenthal Fillmore 

C. G. Hamilton Hemet 

J. W. Macaulay .... Visalia 



TRUSTEES 



Wm. J. O'Connor 
F. W. Wilson . . . 


. . . Chico 


Irwin E. Pomeroy . 
S. E. Johnson . . 
J. S. Williams . . 


Santa Clara 




. . . Napa 




Henry C. Malone . 


R. P. Van Orden . 


. Mt. View 


F. A. Abshire . . . 
Geo. W. Glendenninc 


. Geyserville 
. Cupertino 
. Los Gatos 


Fred L. Barnhisel 
Henry Hecker . . 


Hollister 


J. J. Stanfield . . . 


Frank T. Swett . 
J. C. Shinn . . . 


Martinez 

. . . NlLES 



Frank Di Fiore .... San Jose 

M. J. Madison Hayward 

F. E. Bagnall Simi 

L. E. Mills .... Santa Paula 

E. O. Eggen Hemet 

W. F. Riesland Hemet 

J. W. Arthur Hanford 

Arthur Swall Tulare 



Copyright. 1918. by the California Prune and apricot Growers, Inc. 
Produced by Honig-Cooper Company. Advertising agents. San Francisco 















.>* 






* 





















^ 



'oV* 



,0 



.o v 



>. 






^ ^ 























<X 












a* 



V 
























"* 



<^ 









/\ 






.0 












<P 






*+ 



o 
o 



' 



\ 



.<- '. °... ^ /^ 




* ^ 

i^> .r. 









o '«|v 0'' " " «/ o 

■f V V"\ v^ S 










o 
















^<f 

<**« 






^"3 

/\ lip? /\ 

\ / 



V 






D0BBS BROS. 

LIBHARV BINOINQ 



7 - 
- 
ST. AUGUSTINE 

/'32084 



^ 









v/«i&\./ 



